Experience: The New Brand

Chris Curtin Former Chief Brand & Innovation Marketing Officer, Visa,

A Picture Lasts Forever: Unlocking the Long Term Value (LTV) of your Marketing Assets

What happens when we treat our marketing assets as true investments, with lifetime value and ROI. This is, after all, the brand art that presents us to the world. We dream it up, create it, put it everywhere all at once, and then…on to the next campaign? Have we planned to get the most out of our content, as growth engines, relationship builders and brand drivers? Have we really unlocked its long-term power?

Victor Lebon Chief Innovation & Strategy Officer, ICP

Tiffany Grinstead VP Personal Lines Marketing, Nationwide

JJ Schmidt Director Digital Demand Content, Digital Marketing & eCommerce, Mars

Track 1: Whole Brand Thinking: Is it Time to Rethink the Role of Brand?

The pandemic forced brands, employees, and customers to rethink their priorities and approach. With this rethink, comes the opportunity to do things differently and better. Better for people, for society, and for business. One new paradigm is the Whole Brand approach, treating everything an organization does as the brand. According to The Whole Brand Project, so called ‘whole brands’ are twice as likely to be recommended as their fractured competitors, with a 40% increase in market share and employee satisfaction running 85% higher. Is it time for a rethink?

Tim Galles Chief Idea Officer (Barkley) & Director of the Whole Brand Project, Barkley

Gary Lancina Senior Director - Global Brand & Influencer Marketing Strategy, Mercury Marine

Track 2: Cutting Through the Noise: Reaching Customers in the Crowded Marketplace

With sales and marketing teams flocking to virtual platforms, assisted by increased use of automation and efficiency tools, the result has been a massive increase in the volume of messaging reaching consumers and prospects. Buyers are bombarded with adverts, impersonalized messages, alongside security threats such as phishing messages, and all their work and social network chatter. So how do you break through?

Alex Ortiz CMO, Sendoso

Tracy Long Vice President, Communications, ABB

Track 3: Predicting (and optimising for) Demand

When the pandemic pushed everyone online, traditional tools for predicting demand became less reliable and the data became harder to interpret. How do we forecast demand in the new reality? What do we do with those forecasts? This roundtable explores how consumer behaviour has changed and what strategies you can implement to (a) predict demand and (b) optimise your marketing channels (and spend) to tap into that demand.

Hunter Lott Solutions Engineer, Searchmetrics

Unifying Data and Creativity: The Rise of Intelligent Creative

As 2022 sets off to be another unprecedented year, marketers are eager to understand the shifts in consumer behavior and how technology can be leveraged to improve business results. With the demise of 3rd party cookies and the rise of first-party data, marketers can now unpack not only the what in their creative, but also the why to directly improve ad performance. Join VidMob CMO Andrea Ward as she discusses how data can be used to turn creative insights into action.

Andrea Ward CMO, VidMob

Revenue by Design

Go-to-Market planning is no longer just an art. It's a science. We will explore how AI is changing the game creating closeable business and discuss the six steps that take the guesswork out of GTM planning and execution.

Marge Breya Chief Marketing Officer, Leadspace

Consumers First: Why Trust and Brand Authenticity Matters

Riot Games has thrived off a player-focused mentality with their flagship global hit, League of Legends. Riot has since expanded over the past decade to include massive global hits like VALORANT and most recently, its first animated series on Netflix, Arcane. In a mission to become the “most player-focused game company in the world,” how has Riot evolved their marketing strategies to reach new players and ensure current players continue to have great experiences in-game and beyond? In this session, join Jason Bunge, Riot’s CMO, and Francine Li, Riot’s VP of Brand Management and Marketing, as they explore how Riot is elevating the brand experience for its players, diving into key themes of trust, authenticity, adaptability and what it means to put consumers first as we think about marketing for the future of games and entertainment.

Jason Bunge CMO, Riot Games

Francine Li VP Brand Management & Marketing, Riot Games